The Study Of Government Supervision And Regulation Of Public Service Advertisements

Public service advertising,as an important part of the city image,plays an important role in promoting city taste and shaping citizen quality.Based on the market failure theory,responsible government theory,service-oriented government theory and ideology control theory as the theoretical basis of government public service advertising supervision and regulation,this paper demonstrates the necessity of government supervision and regulation on public service advertising,which includes the research in theoretical basis of government supervision and regulation,the enhancing research in the government supervision and regulation mechanism and the way to construct the effective government supervision system.Study on the government supervision and regulation mechanism of public service advertising requires the analysis of the subject choose and target confirmation of government supervision and regulation on public service advertising.The main body of public service ads government regulation includes department of industrial and commercial management,other government departments,the advertising associations and sub-district throughout the country.The objects of government supervision and regulation of public service ads include advertisers,advertising itself and the public service advertising carrier.Government supervision and regulation form on public service advertising covers four aspects,and they are government investment,public service advertising approval process,the choose of advertiser and supervision channels;government supervision mechanism also covers internal and external supervision mechanism,which includes layered(level)supervision mechanism,regional supervision mechanism and classified supervision mechanism and procedure supervision mechanism.Based on the 950 questionnaires date investigated in 11 townships,4 streets and more than1000 public service advertisements in xx District,this paper has adopted the Bivariate Logistic Regression Model to study the outdoor public service advertisements in xx District of Shanghai.And it has used the practical evidences demonstrating how the public advertisement supervision influences the establishment of civilized city.It is found that the excellent public serviceadvertising exerts a significant positive impact on improving the awareness of civilization construction.The quality improvement in public service advertising plays an important role in deepening residents' awareness of civilization construction.Under the current public service advertising management system,there are still many problems,such as the lack or repetition of public service advertisements,incorrect or obsolete public service advertisements,improper manifestation form,improper carrier maintenance,and the commercialization of public service advertisements.Meanwhile,the reason analyses of these problems are carried out,which mainly due to the government supervision mode problems,the lack of relevant laws and regulations,the lagging corporate social responsibility evaluation system,the single channel of funds source,more short-term plans.Considering of these problems,specific strategies to optimize public service advertising management are put forward,which include improving the legal system of public service advertising,better building the governmental supervision system of public service advertising,establishing the stable and effective public fund raising mechanism,and integrating the public resources,to form the public culture communication force.